When you
begin to
recognize
how many
times a
day you
use
persuasion
to
influence
the
actions
of
others,
the
revelation
will
convince
you of
the
importance
of
improving
your
skill
for your
own
professional
benefits.
No one
is born
with a
talent
for
persuasion,
but we
learn
quickly
the
value of
it to
get what
we want.

Ultimately,
persuasion
is the
key to
success,
happiness,
wealth,
and a
medical
practice
building
essential.
Everything
you want
or find
beneficial
in your
life,
comes
from
persuasion,
self-motivation,
and
influence.

This
commonly
hidden
skill
you use
more
often
than you
might
think
involves
your
subconscious
mind to
a great
degree
and is
why
rarely
there is
a
conscious
recognition
that
it's a
skill.
Sharpening
that
skill
offers
you
enormous
benefits
for
obtaining
what you
desire
in
life—from
reaching
goals to
setting
up the
steps
for your
success
in
medical
practice.
You can
imagine
how
difficult
your
interactions
with
patients
would be
if you
couldn’t
persuade
them to
trust
you or
your
advice.

Persuasion
is a
skill
that not
only can
be
improved
upon,
but also
one,
which
functions
by
proven
principles
of
behavior,
that are
predictable.

Facts
about
persuasion
you need
to know...

When you
realize
that
less
than 1%
of the
people
in our
world
understand
and can
actually
apply
such
laws
with any
degree
of
success,
you have
an
overwhelming
reason
to
intentionally
learn
and
develop
those
skills.

The
power of
persuasion
goes
well
beyond
convincing
patients
to trust
you and
follow
your
advice.
Persuasion
is an
element
of your
medical
practice
business
and
marketing
that
helps
you to
make
money as
well as
save
money.
It’s
also the
activating
lifeblood
of your
everyday
relationships
and
interactions
with
other
people.
Since
they can
be used
for good
or for
evil
intentions,
your use
of these
persuasion
rules or
laws
becomes
part of
your
character
and
beliefs.

Because
our
society
has
become
more
knowledgeable,
patients
have
become
more
skeptical
and
critical
of their
health
care and
their
providers,
which
pull
doctors
off
their
pedestals
more
than
once
every
day.

How you
use your
skill
and
power of
persuasion
is
instrumental
in every
aspect
of your
medical
practice... from
how you
manage
your
employees
to get
them to
do what
you want
done, to
how you
manage
patients
who are
skeptical
of your
competency,
a
daily
challenge.

The
difficulty
with
applying
your
persuasive
skills
is that
each
patient’s
beliefs,
thoughts,
motivations,
and
personality
differs
and
requires
a
different
approach
to
initiate
compliance.

Kurt
Mortensen’s
book,
Maximum
Influence,
describes
the
power
you have
available,
how to
use it,
and what
makes it
work so
well.
Dave
Lakhani,
who was
raised
in a
cult,
describes
in his
book,
Subliminal
Persuasion,
how
persuasion
is so
effective
among
cults,
which he
saw in
action
personally.
Every
person
is
susceptible
to
persuasive
tactics
primarily
because
a great
deal of
the
process
is
subconscious.

Mortensen
asserts
that
there is
a
correlation
between
your
ability
to
persuade
patients
and
others,
and the
level of
your
earnings.
As you
improve
your
skills
of
persuasion,
you
establish
a
magnetism
around
you that
attracts
opportunities,
financial
and
social
status,
and
personal
success.

During
this
subtle
process
you will
discover
that you
have
become
more
confident
than
ever
before
and find
moving
out of
your
comfort
zone
becomes
easier.

These
magnetic
persuasion
techniques
have
evolved
through
centuries
of
studies
about
human
behavior
and are
based on
proven
principles
arrived
at
through
extensive
research
on human
nature
and
human
behavior.
Learning
to use
these
principles
enables
you to
make
people
instinctively
like and
trust
you.
For a
medical
doctor,
that’s a
remarkable
advantage.

The 12
laws of
persuasion
improves
both you
and your
practice...

Because
we
aren’t
born
with
persuasion
skills,
they
must be
learned.

Persuasion
has been
defined
as a
method
of
changing
attitudes,
beliefs,
or
behaviors
with the
use of
reasoning
and
understanding,
which
permits
voluntary
compliance
with
your
desires. It’s
the art
of
getting
what you
want.

The
ability
of a
doctor
to gain
the
trust of
his or
her
patients
and keep
it over
time is
a
critical
skill
that
relates
to
credibility,
confidence,
competence,
character,
and
enduring
dependability... qualities
of
a
great
doctor.

The
12 Laws
(also
called
Rules or
Triggers)
of
persuasion...

(Will
give you
a
starting
point
for
whetting
your
skills,
especially
the ones
you
are
weakest
in
demonstrating.)

1.
Law of
Association

"It's
not the
situation.
It's
your
reaction
to the
situation."—BOB
CONKLIN

Our
brains
link
objects,
gestures,
and
symbols
with our
feelings,
memories,
and life
experiences.
Mentally,
we often
associate
ourselves
with
such
things
as
endorsements,
sights,
sounds,
colors,
music,
and
symbols,
among
others.
This
association
permits
us to
make
judgment
calls
when we
don't
have the
time for
a
complete
research.
How many
times do
you find
that you
face a
medical
problem
or
symptom
that’s
not
described
in a
medical
text nor
stuck in
your
memory
banks?
If the
problem
is
urgent
or
worse,
you rely
on this
principle
to make
your
decisions
concerning
the best
treatment.

"When
dealing
with
people,
remember
you are
not
dealing
with
creatures
of
logic,
but with
creatures
of
emotion,
creatures
bristling
with
prejudice
and
motivated
by pride
and
vanity." —DALE
CARNEGIE

Your
approach
to
patients
should
focus on
emotions,
but
equally
on a
balance
between
logic
and
feelings.
Either
of the
two can
work
separately,
but the
best
effects
result
from
using
both
together.
Logic
and
emotion
fuel the
effectiveness
of
persuasion
and
influence.
Those
who use
persuasion
for
maximal
effect
understand
that
every
patient
has a
unique
balance
between
logic
and
emotion —analytical
patients
use more
logic,
and
congenial
patients
use
more
emotion.

Mr.
Spock,
the
character
in the
Stargate
series
on TV is
the
complete
example
of 100%
logical
reasoning
on the
scale of
measurements.
Most
physicians
are
sensitive
to the
side of
the
scale
their
patients
weigh
heavily
on.
A
patient
who is
tipped
to
responding
to logic
will
demand
reasons
and
explanations
from you
before
they
will
agree to
your
advice.
A
patient
tipped
to the
emotional
side
will
usually
be
comfortable
with
your
advice
if it
strokes
their
emotions
and
feels
like
what you
say is
the best
thing
for
them... mentally
comfortable
to them.

"The
most
important
single
ingredient
in the
formula
of
success
is
knowing
how to
get
along
with
people."
—Theodore
Roosevelt

In one
way or
another,
we all
know the
feeling,
an
instant
affinity
with
someone,
after
being
few
short
seconds
in their
presence... that’s
connectivity,
a cousin
of
“first
impressions.”
The more
we feel
bonded
to them,
the more
persuasive
they
become.

Patients
feel
comfortable
around
you and
you
around
them.
It
requires
sincerity
and
practice
on your
part.
The four
main
factors
behind
connectivity
are
attraction,
similarity,
people
skills,
and
rapport.
Never
take
relationships
with
patients
for
granted.
Your
ability
to use
this
principle
to
influence
skeptical
patients
to do as
you ask
is
founded
on this
principle.
You can
shift a
patients
negative
reactions
to
positive
responses
to your
advice
by
introducing
examples
of what
most
other
patients
who face
the same
decisions
did.

Additionally,
by
telling
patients
how
skilled
you are
at
treating
their
problem,
by your
respect
for
their
decisions,
by
presenting
good
alternatives,
and by
presenting
the
outcomes
of the
treatment
that
will
change
their
lives
for the
better.

"In
the long
run, men
hit only
what
they aim
at.
Therefore
they had
better
aim
at
something
high."
--Henry
D.
Thoreau

This
rule
explains
how we
react to
two
quite
different
alternatives
in
succession.
Like you
were
told
that the
repairs
of your
plumbing
would
cost
$500,
but
after
closer
examination,
it cost
only
$50.
Your
perception
of this
would be
quite
different
if the
costs
were
reversed.
We
continually
make
comparisons
in our
minds
about
everything.

With a
patient,
you
compound
a
patients
perception
about
their
upcoming
surgery,
for
example,
in a
positive
direction
by
presenting
them two
contrasting
results.
For
example,
if you
in rapid
succession
tell the
patient
about
the
great
results
they
will
have
from the
surgery
you will
be
doing,
while
immediately
telling
the
patient
the dire
consequences
of what
happens
if they
don’t
have
the
surgery
performed.

"There
is only
one
way… to
get
anybody
to do
anything.
And
that is
by
making
the
other
person
want to
do it."
—DALE
CARNEGIE

Consistency
and
congruency
in a
person’s
life
exhibits
personal
and
intellectual
integrity.
One’s
personal
beliefs,
words,
and
deeds
all
match-up.
Leon Festinger,
at
Stanford
University
in 1957
formulated
the
theory,
"When
attitudes
conflict
with
actions,
attitudes
or
beliefs,
we are
uncomfortable
and
motivated
to try
to
change."
It
became
the
foundation
of the
Law of
Dissonance,
which
states
that
people
will
naturally
act in a
manner
that is
consistent
with
their
attitudes,
beliefs,
and
values.

In
medical
practice,
patients
by
nature
will
tend to
follow
the
doctor’s
advice
because
doing so
reduces
their
stress
about
being in
a
non-harmonious
relationship
with
their
doctor.

All
people
have a
natural
need and
desire
for
praise,
recognition,
and
acceptance.
When
these
three
elements
are put
into
practice,
patients
will,
almost
unconsciously,
act in a
certain
way to
validate
your
compliments,
and
usually
do so
eagerly. It
becomes
an
intuitive
obligation
to
respond
positively
to any
medical
advice
you
give.
Compliments
have the
power to
change
behavior
because
they
want to
maintain
their
feeling
of being
needed
and
valued.
Self-esteem
implies
self-confidence,
which in
turn
impacts
on one’s
income
levels
(studies
have
shown),
academic
achievement
(study
by
National
Institute
for
Student
Motivation),
and
relationships.

"If I
accept
you as
you are,
I will
make you
worse;
however
if I
treat
you
as
though
you are
what you
are
capable
of
becoming,
I help
you
become
that."
—JOHANN
WOLFGANG
VON
GOETHE

Expectations
are used
by the
human
mind to
influence
reality
and even
create
results.
We have
an
innate
responsibility
to try
and
satisfy
the
expectations
others
have of
us to
gain
respect
and
acceptance.
Creating
expectations
changes
people’s
behavior.
Author
John
Spalding
said,
“Those
who
believe
in our
ability
do more
than
stimulate
us.
They
create
for us
an
atmosphere
in which
it
becomes
easier
to
succeed.”

Doctors
who
communicate
their
expectations
of a
patient
to the
patient
by any
means of
communication,
can
bring
the
patient
into
compliance
much
more
often
and
consistently.

Involvement
suggests
that the
more you
engage
someone's
five
senses,
involve
them
mentally
and
physically,
and
create
the
right
atmosphere
for
persuasion,
the more
effective
and
persuasive
you'll
be.
The
objective
is to
bring
your
patient
closer
to
taking
action
on your
advice.
If you
can get
the
patient
started
in a
certain
direction,
the
involvement
in the
process
causes a
patient
to
follow
through
on your
advice.
Involvement
can be
created
by
generating
competition,
building
suspense,
repeating
and
repackaging,
using
the art
of
questioning,
maintaining
attention,
creating
an
atmosphere,
increasing
participation,
ask for
opinions
and
advice,
visualization,
among
others.
Ask
questions
that
requires
a “yes”
answer.

[1]W. L. Gregory, R. B. Cialdini, and
K. M. Carpenter, "Mediators of
Likelihood Estimates and Compliance: Does Imagining Make It So?"
Journal of Personality and Social Psychology (1982): 89–99

9.
Law of
Obligation
(How to
get
anyone
to do
you a
favor)

"Nothing
is more
costly
than
something
given
free of
charge."--JAPANESE
SAYING

Obligation
is also
called
reciprocity.
When
anyone
receives
a free
gift, it
automatically
instills
in one’s
mind the
need to
reciprocate
in like
fashion.
Returning
a favor
eliminates
the
feeling
of
obligation.
Indebtedness
creates
an aura
of
psychological
distress
in your
mind.
Therefore,
we are
intimidated
into a
repayment.
Accepting
gifts or
favors
without
attempting
to
return
them is
universally
viewed
as
selfish,
greedy,
and
heartless.

This
process
can
easily
be
created
by
doctors
and
other
professional
medical
providers
by such
tactics
as
giving
out free
drug
samples
to
patients
to save
them
money,
providing
handouts
to
patients
(not
commercial
ones)
written
by
yourself
on
medical
topics
to
educate
your
patients,
and
calling
a
patient
at home
to see
if they
are
doing
better
after
your
treatment.

[1]Dennis Regan, "Effects of a Favor on Liking and
Compliance,"
Journal of Experimental Social Psychology (1971): 627–639.

10.
Law of
Scarcity

"Without
a sense
of
urgency,
desire
loses
its
value."
—JIM
ROHN

When
anything
is in
short
supply,
hard to
find,
and
restrictions
are made
on
availability,
that
item
becomes
more
precious
to those
who want
it. This
comes
into
play in
medical
practice
when you
restrict
your
medical
practice
or
services
to
procedures
only a
few
doctors
can do.
People
are
willing
to go to
extreme
ends to
find
that
doctor
and pay
his
increased
fees
because
the
doctor
is
perceived
to be
more
valuable
than
others
in that
one
area.
Hence,
specialty
doctors
are paid
higher
fees.
Scarcity
is a
strategy
used by
all
businesses
and
professions
to sell
products,
increase
income,
and get
more
clients
to buy
into
those
services.

"The
greatest
difficulty
is that
men do
not
think
enough
of
themselves,
do not
consider
what it
is that
they are
sacrificing
when
they
follow a
herd."
—RALPH
WALDO
EMERSON

The
sense of
belonging
is so
highly
valued
that the
more
other
people
find an
idea,
trend,
or
position
appealing
or
correct,
the more
acceptable
that
idea
becomes
in our
own
minds.
We use
the
“herd”
behavior
as a
guide in
establishing
the
standard
for the
choices
and
decisions
we make
(example—men
now
having
face
lifts
done).
Social
Validation
becomes
a way to
save
time and
energy
in
trying
to
figure
out what
is the
right
behavior
and
action.
A doctor
implements
this
rule of
persuasion
by
pointing
out to
patients
what
other
patients
accept
and do
in their
healthcare
pursuits.

"Real
persuasion
comes
from
putting
more of
you into
everything
you say.
Words
have an
effect.
Words
loaded
with
emotion
have a
powerful
effect."
—JIM
ROHN

Over 60
percent
of your
day is
spent in
oral
communication
persuading,
explaining,
influencing,
motivating,
counseling,
or
instructing.
Excitement,
movement,
visions
can be
created
using
the
power of
words
and
language.
Mark
Twain
said,
"The
difference
between
the
right
word and
the
wrong
word is
the
difference
between
lightning
and a
lightning
bug."
Words
attract
and
repel.
Verbal
Packaging
states
that the
more
skillful
a person
is in
the use
of
language,
the more
persuasive
they
will be.

Doctors
with
greater
verbal
skills
come
across
as more
credible,
more
competent,
and more
convincing—meaning
they
select
powerful
words to
convince
a
patient
to trust
them and
their
advice.

[3]Gerry Spence, How to Argue and
Win Every Time
(New York: St. Martin's Press, 1995), pp. 130–131.

[4]E. Langer, A. Blank, and B. Chanowitz, "
The Mindlessness
of Ostensibly Thoughtful Action: The Role of 'Placebic' Information in
Interpersonal Interaction," Journal of Personality and
Social Psychology (1978): 635–642.

Double-speak
means
replacing
an
offensive
word
with a
less
offensive
word to
create
less
sting.
Here are
some
examples
of how
double-speak
has made
its way
into our
culture.

Offensive

Repackaged

Fired

Let go

Downsizing

Right-sizing

Used car

Pre-owned vehicle

Sex change surgery

Gender reassignment

Kentucky Fried Chicken

KFC (the word "fried" is taken out)

Garbage man

Sanitation engineer

Housewife

Domestic engineer

Interrogate

Interview

Cancer

Growth

Fail

Not passing

Buried

Interred

Fatty (beef)

Marbled (beef)

Final exam

Celebration of knowledge

Successful
persuaders
know how
to use
the
right
words to
create
the
desired
response
in their
audiences.
Doctors
with
greater
verbal
skills
come
across
as more
credible,
more
competent,
and more
convincing.
Doctors
who
hesitate,
use the
wrong
words,
or lack
fluency
have
less
credibility
and come
across
as weak
and
ineffective.

Word Choice

Vocal Techniques

Double-speak

Emphasis

Packaging Your Numbers

Pace

Positive Word Choice

Vocal Fillers

Emotion-packed Words

Pitch

Word Choice in Marketing

Volume

Use of Silence

Articulation

Vivid Language

Pauses

Comment
about
using
persuasion

You may
likely
be using
a number
of these
tactics
and laws
already.
It needs
to be
pointed
out that
you
probably
never
stop in
the
middle
of that
discussion
and
remind
yourself
that you
are
intentionally
directing
your
words
and
conversation
to
accomplish
that
particular
Law of
Persuasion.
I’d
wager
that you
have no
conscious
recognition
that you
are
using
one of
the Laws
or
Persuasion
when you
are
using
one of
them.

The key
and the
lesson
here is
to
implement
these
laws
intentionally
and
consciously
in your
conversations
for the
benefits
they
provide
in your
practice.

Smart
doctors
should
already
be doing
this
process.
Every
advantage
you can
find to
boost
your
position
with
your
patients
will
over the
long
haul pay
off in
prestige
and
income.
It’s
also a
critical
part of
marketing
your
medical
practice
business.

Article #26A

Oct.
2011 Dan
Kennedy
article

"THE
NARROW
PATH"

Government
does not
work
because it
is more
about
royalty
remaining
royalty
than it is
about
results,
so the
only time
it gets
anything
of real
importance
accomplished
is in
moments of
severe
crisis,
when all
the royals
are
equally
threatened.
Business
works -
when it
works -
because of
an
opposite
operating
system.

Small
business
works
better
than big
business,
because
its
leaders
have
little
fear of
being
deposed;
they are
the
owners, a
status
actually
higher
than
royals
(which is
why royals
despise
business
owners),
so they
can act
without
political
considerations.
For that
reason,
they are
often
proactive
instead of
only
reactive.
Because
they deal
in real
rather
than
fictitious
numbers,
have a
limit on
debt they
can get
their
hands on,
and eat
profit,
they often
make
intelligent
and
rational
decisions.

Many work
at
defusing
problems
at their
tiniest,
in their
infancy,
rather
than
postponing
doing so
as long as
possible,
until the
monster
has grown
big enough
to eat
them. If
you stand
back and
observe
all this,
you can
see what
works and
what
doesn't
work quite
clearly,
and make
your
personal
behavioral
and
business
practices
choices
accordingly.
If you
will.

Felix
Dennis is
a Renegade
Millionaire
- actually
worth
about
$500-million,
which he
manufactured
for
himself,
entirely
on his
own, from
scratch.
He is one
of
Britain's
richest
citizens.
In his
newest
book, The Narrow
Road,
he tells
more blunt
truth
about what
works in
the making
of money,
more
succinctly
than any
other
credible
person
I've
ever
read
on
the
subject.

I
am more
simpatico
with his
conclusions
than I am
with
anyone
else's.
Like me
but more
so, Dennis
is
offensive
to many
and
frightening
to many
more.
Truth is
rarely
pleasing
or
reassuring,
except to
the very
tiny
number of
people who
prefer it
to being
pleased or
reassured.
I suggest
getting
and
reading
this
little
book, but
in a
well-lit
room, not
in gloom
inhabited
by scary
shadows.

Unlike
most
authors of
most
success
genre
content,
he makes
no attempt
to deliver
ideas that
will be
popular
with a
large
audience.
This
mirrors my
own
approach
as an
author,
spanning,
now 32
years and
more than
20
published
books.
(www.NoBSBooks.com),
My
scariest
is No
B.S.
Ruthless
Management
of People
and
Profits.

One very
big
difference
between
the path
most are
on versus
The
Renegade
Millionaire
Way is
mixed
agendas
vs.
laser-focused
dedication
to what
works.
The
Renegade
Millionaire
Way is
simple:
find what
works and
use it.
(That's
what being
part of a
great
mastermind
group is
all about.
Why
coaching
is
important.)
Others'
way is far
more
complicated.
It is
cluttered
with: what
will
people
think of
me? am I
permitted
to do
this? but
we've
never done
it this
way.

We
should do
get more
consensus.
My peers
are all
rushing
off to do
the new
thing and
I don't
want to be
left
behind.
Will this
make me
popular?
liked? or
gossiped
about?
What if it
sparks
criticism
about me
on Google?
Ordinary
business
owners are
trying to
run fast
through a
dense
forest of
all these
concerns,
thus
bumping
into trees
at every
turn,
spending a
lot of
time lost
and
confused.
Renegade
Millionaires
have left
that
forest and
are
running on
a clear, paved
path.

DAN S. KENNEDY

is a serial,
multi-millionaire entrepreneur; highly paid and sought after marketing and business
strategist; advisor to countless first-generation, from-scratch multi-millionaire
and 7-figure income entrepreneurs and professionals; and, in his personal practice,
one of the very highest paid direct-response copywriters in America. As a speaker,
he has delivered over 2,000 compensated presentations, appearing repeatedly on
programs with the likes of Donald Trump, Gene Simmons (KISS), Debbi Fields
(Mrs. Fields Cookies), and many other celebrity-entrepreneurs, for former U.S.
Presidents and other world leaders, and other leading business speakers like Zig
Ziglar, Brian Tracy and Tom Hopkins, often addressing audiences of 1,000 to 10,000
and up. His popular books have been favorably recognized by Forbes,
Business Week, Inc. and Entrepreneur Magazine. His NO B.S. MARKETING LETTER,
one of the business newsletters published for Members of Glazer-Kennedy
Insider's Circle, is the largest paid subscription newsletter in its genre
in the world.